Just saw 2 ads in as many ad breaks with basically the same concept - that the client's standard service is so good, the customer will assume they are being given special treatment. Not a hugely original idea, but it makes a valid selling point, so let's see how they compare.
First up is Staples, with a script that has "first draft" and "will this do" and "I really haven't made any progress since I left college, have I?" written all over it. Clunky exposition and a total absence of wit are the chief ingredients. This ad *might* have been produced by McCann Erickson, but I can't be sure. Once again, the duds seem to find their way onto the internet as poor orphans, unwanted and unloved.
Meanwhile, DDB London produced this spot for Kwik Fit, and stands up reasonably well to the client's imposing heritage in the ad world. The take on the concept is believable and the voice over explains the story in a way that is far less contrived than the tortured dialogue and Staples. The acting and editing, too, are a class above.
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